Survey Highlights

How likely are you to recommend Clinique?

All participants that were unlikely to recommend Clinique to others were < 35 years old. This aligns with netnographic research and other survey responses describing Clinique as an “older women” brand. It supports the need for rebranding, highlighting the importance of “The Modern Classic” campaign.

What influenced your decision to purchase Clinique products?

Social media was the least influential factor in driving Clinique purchases. This is particularly important in today's digital age, where social platforms often have significant influence among younger audiences.

Family and friends played a pivotal role in influencing Clinique purchases. This might be connected to respondents mentioning familial introductions as their entry point to the Clinique brand.

Social Media/Digital

I compared social media statistics between Clinique and Rare Beauty—a trendy brand mainly targeting younger consumers. There is a significant disparity in the social media presences of both brands. This finding is particularly important since social media serves as a primary influence channel for this demographic. The limited engagement of Clinique on these platforms likely contributes to the low social media influence noted in our survey results. This presents an opportunity for Clinique to enhance its visibility on social media to better connect with younger customers.

I also conducted a comparison of website traffic analytics and found that:

  • ~70% of Clinique’s website visitors are older than 35 years old.

  • ~60% of Rare Beauty’s website visitors are between 18-34 years old.

Brand Image

The distributed survey asked : 'What comes to mind when you think of Clinique?' The collected responses reveal a repeated theme of 'older people,' but there's also a strong recognition of the brand's timelessness and reliability. These insights provided inspiration for our campaign, highlighting areas where we can emphasize Clinique's quality appeal while rejuvenating its image.

Survey respondents said these are changes they would like to see in Clinique…

Bold

People want to see the integration of bolder, more modern colors in Clinique’s makeup products. Colorful shades are attractive among lipsticks and eye shadow palettes.

Fresh & Exciting

Clinique has not released anything disruptive in the last years. Customers want to see a different and more innovative side of Clinique.

Sustainability

“Gen Z” is more influenced by sustainability and ethically sourced products than by brand name when making new purchases.

Natural Ingredients

There is an increased awareness of cancer-causing ingredients commonly found in cosmetics products. Younger customers typically avoid products that contain harmful ingredients like parabens and phthalates.

Celebrity Endorsements

Customers’ preferences are affected by influencers or celebrities they admire. Clinique’s limited social media reach calls for an increase in influencer marketing

Diversity

Customers would like to see a wider range of shades and endorsements from people representing diverse cultures.

Assisted by:
Brandwatch.com (social media analysis)
Similarweb.com (website analytics)